Worldwide Connected TV Advertising Platforms 2025 Vendor Assessment

This document is an IDC MarketScape report assessing vendors in the connected TV (CTV) advertising landscape for 2025. It outlines the convergence of demand-side platforms (DSPs) and connected TV operating systems (CTV OS), which is reshaping the advertising ecosystem by enhancing targeting, measurement, and inventory access. The report details the benefits of this integration, including improved ad campaign efficiency and the ability to reach audiences with precision. It also addresses challenges such as measuring incremental reach and managing ad frequency across platforms, as well as concerns regarding ad fraud. The document identifies key trends influencing the CTV advertising market, such as the rise of programmatic advertising, advancements in AI-driven optimizations, and the importance of privacy and data security. Additionally, it highlights the role of retail media networks in enhancing targeting and measurement capabilities. The report aims to guide advertisers in selecting effective tools for their promotional campaigns on CTV platforms.